Case Study: Reinventing instant coffee, café style

Nescafé is a brand of instant coffee made by Nestlé. It comes in many different product forms. The name is a portmanteau of the words "Nestlé" and "café". Nestlé first introduced their flagship powdered coffee brand in Switzerland on April 1, 1938. While the Nescafé brand was created for soluble coffee, it has subsequently been used as an umbrella brand on a number of instant coffee products, including, in the UK, Gold Blend and Blend 37 freeze-dried coffees.